THE EFFECT OF BRAND IMAGE AND BRAND AWARENESS ON LOYALTY WITH CUSTOMER SATISFACTION AS INTERVENING VARIABLES. (STUDY ON TOURISTS VISITING GORONTALO)
Keywords:
Brand Image, Brand Awareness, Customer SatisfactionAbstract
This study aims to determine the effect of brand image on satisfaction, the effect of brand image on loyalty, the effect of brand awareness on satisfaction, the effect of brand awareness on loyalty, the effect of customer satisfaction on loyalty, the effect of brand image through customer satisfaction on loyalty, and the effect of brand awareness through customer satisfaction on loyalty. The result of this research is that the regression coefficient of the brand image variable has a positive and significant effect on the customer satisfaction variable. The regression coefficient of the brand awareness variable has a positive and significant effect on the customer satisfaction variable, the regression coefficient for the brand image variable has a positive and significant effect on the loyalty variable. The regression coefficient of the brand awareness variable has a positive and significant effect on the loyalty variable. The regression coefficient of the customer satisfaction variable has a positive and significant effect on the loyalty variable. The path regression coefficient of the indirect calculation is smaller than the direct calculation, so the conclusion is that the mediation variable has not been able to explain the dependent variable, meaning that mediation is rejected (no mediation), on the indirect effect of brand image on tourist loyalty through customer satisfaction. The regression path coefficient of the indirect calculation is smaller than the direct calculation, so the conclusion is that the mediation variable has not been able to explain the dependent variable, meaning that mediation is rejected (no mediation), on the indirect effect of brand awareness on tourist loyalty through customer satisfaction
References
Aaker dan Keller. (1990). Meningkatkan Retensi Pelanggan Melalui Kepuasan Pelanggan yang Dipengaruhi oleh Citra Perusahaan dan Ekuitas Merek.
Roostika. (2012). Citra Merek Tujuan Wisata dan Perilaku Wisatawan: Yogyakarta sebagai Daerah Tujuan Wisata.
Huh, Jin. (2006). Destination Branding as an Informational Signal and its Influence on Satisfaction and Loyality in the Leisure Tourism Market. Blacksburg, Virginia: Dissertation Submitted Faculty of the Virginia Polytechnic Institute and State University.
Alex. (2012), Analisis Pengaruh Kesadaran Merek, Asosiasi Merek, Persepsi Kualitas dan Loyalitas Merek Terhadap Preferensi Merek dan Niat Beli.
Li, Xiang. (2006). Examining the Antecedents and Structure of Customer Loyalty in a Tourism Context.
Sugiyanto FX. L., Suryanto, dan Sugiarti. (2000). Analisis Faktor- Faktor Pembentuk Persepsi Kualitas Layanan untuk Menciptakan Kepuasan dan Loyalitas Nasabah.
Mujiharjo, Bagyo (2006). Analisis Faktor- Faktor yang Mempengaruhi Kepuasan Pelanggan dan Pengaruhnya terhadap Loyalitas Pelanggan.
Indrawijaya, Sigit. (2020). Pengaruh Kualitas Produk dan Citra Merek terhadap Kepuasan Konsumen Produk Kaos Merek Jakoz. Jurnal Manajemen Terapan dan Keuangan (Mankeu) Vol. 9 No. 01, April 2020 P-ISSN: 2252-8636, E-ISSN: 2685-9424.
Ibwintari, Yustika. (2020). Pengaruh Brand Image dan Harga terhadap loyalitas pelanggan di Upnormal Café Rosster Blimbing Malang. Jurnal aplikasi bisnis Volume 6 no. 1 Juni 2020 ISSN 2407 – 3741.
Darmawan, Didit. (2019). Kualitas Produk, Kesadaran Merek dan Harga serta Pengaruhnya Terhadap Kepuasan Pelanggan.
Lesmana, Rosa., Habiyah, Wiwik. (2019). Model Analisis Kepuasan dan Loyalitas Wisatawan Lokal Studi Kasus Pada Objek Wisata Kepulauan Seribu Jakarta. Jurnal Ilmiah Manajemen Forkamma.
Raharja, Carrisa., Aksari, Ni Made. (2019). Pengaruh Persepsi Kualitas dan Citra Merek terhadap Loyalitas Merek dalam Membangun Ekuitas Merek. E-Jurnal Manajemen.
Fahlefi, Diva., Indriastuti, Ariyani. (2019). Pengaruh Kesadaran Merek, Persepsi Kualitas, dan Loyalitas Merk Terhadap Keputusan Pembelian Handphone Vivo Pada Angkasa Cell di Kabupaten Blora. Jurnal STIE Semarang.
Shantika, Ketut Adi., Setiawan, Putu Ayu. (2019). Peran Kepuasan Pelanggan dalam Memediasi Persepsi Nilai dan Pengalaman Terhadap Niat Membeli Kembali (Studi Kasus pada Toyota Avanza di Kota Denpasar). E-Jurnal Manajemen.
Kim, Rence., Chao, Yan. (2019). Effects of Brand Experience, Brand Image, and Brand Trust on Brand Building Process: The Case of Chinese Millennial Generation Costumers. Journal of International Studies
Albari, Atika Kartikasari. (2019) The Influence of Product Quality, Service Quality and Price on Costumers Satisfaction and Loyality. Asian Journal of Entrepreneurship and Family Business.
Othman, Bestoon Abdulmaged., Harun, Amran, dkk. (2020). The Effect on Cosumers Satisfaction and Customers Loyalty by Integrating Marketing Communication and After Sale Service Into the Traditional Marketing Mix Model of Umrah Travel Service in Malaysia. Journal of Islamic Marketing.
Mehta, Ahmed Muneeb., Tariq, Maham. (2020). How Brand Image and Perceived Service Quality Affect Customers Loyalty Through Costumers Satisfaction. Academy of Marketing Studies Journal.
Faizal, Hanim., Nurjanah, Siti. (2019). Pengaruh Persepsi Kualitas dan Citra Merek Terhadap Loyalitas Pelanggan Dimediasi Kepercayaan dan Kepuasan Pelanggan. Jurnal Riset Manajemen dan Bisnis (JRMB).
Cuison, Robin Raine., Ingalla, Ralph, dkk. (2021). The Effects of Perceived Value and Customers Satisfaction in Online Business. International Journal of Academic Multidisciplinary Research (IJAMR).
Abbas, Umar., Islam, K.M. Anwarul, dkk. (2021). Impact of Brand Image on Costumers Loyalty with the Mediating Role of Costumers Satisfaction and Brand Awareness. International Journal of Marketing Research Innovation.
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
